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Welcome to the GOALS podcast, The Business Case For Women's Sports, presented by Ally, where we explore every corner of the women’s sports industry from the field to the front office. Hosted by Caroline Fitzgerald, this podcast features interviews with leaders in women's sports that dig into topics like data insights, marketing strategies, and sponsorship deals. We believe that it’s good business to invest in women’s sports, and our #GOAL is to prove it.
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In episode #170 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Rachel Goodger, Chief Revenue Officer, and Katherine Rowe, VP of Client Strategy & Insights at CrowdIQ, which is a data intelligence company using computer vision to analyze who’s in the stands at sporting events. The CrowdIQ team recently released a groundbreaking new report titled, “Quantifying Female Sports Fans” that reveals just how powerful and distinct female sports fans truly are.In this episode, Rachel & Katherine share:📈 What 300,000 fan data points reveal about how women engage with sports in-venue.💡 Why female fans spend 5x more than the average sports fan – and what that means for teams, venues and sponsors.👟 How women’s sports crowds are now 60% female, while men’s sports are trending toward a 50/50 gender split among younger fans.💰 Where the biggest sponsorship and merch opportunities lie among female fans.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #169 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline welcomes Sara Pollack, the Vice President and Global Head of Consumer Marketing at Pinterest.For the first time ever, Pinterest stepped into the sports arena as an official partner of the New York Liberty.After seeing the massive surge in searches related to the Liberty and the WNBA on their platform, Pinterest knew the Liberty would be the perfect partner to launch their first sports collaboration.Today, the Liberty and Pinterest are working together to celebrate women’s sports through exclusive content, in-game activations, and community outreach that reflect the energy of New York and its iconic team.In this episode, Sara shares:📈 Why Pinterest chose the Liberty for its first sports partnership.📊 The surging interest in the Liberty and WNBA on Pinterest (searches for “WNBA aesthetic” are up +1,295%).💡Why Pinterest sees women’s sports as a powerful cultural force shaping the future of fandom.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #168 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline welcomes back Kate Veronneau, Director of Women’s Strategy at Zwift and one of the driving forces behind the Tour de France Femmes avec Zwift.Since her first appearance on the podcast in 2023, Kate has helped shepherd the race into a new era. Backed by Zwift’s bold investment and mission-driven strategy, the Tour de France Femmes has become one of the fastest-growing properties in global sport – with the 2025 edition of the race breaking records for attendance, engagement, and viewership.In this episode, Kate shares:🚴♀️ The phenomenal growth of the Tour de France Femmes, including record-breaking crowds and TV audiences.📺 Why visibility and global broadcast accessibility are fueling women’s cycling fandom and participation. 📊 Data from Zwift’s impact report proving the race is inspiring women worldwide to ride and invest in the sport.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #167 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Allie Kleva, Chief Growth Officer at Athletes Unlimited.Allie has played a leading role in the launch of the brand-new Athletes Unlimited Softball League (AUSL) and helping to create a sustainable professional women’s softball league in the U.S. Backed by powerful partners like ESPN and Major League Baseball, AUSL is building on softball’s rich tradition and thriving college fandom to create a new professional pathway for athletes.In this episode, Allie shares:⚡️The origin story of the Athletes Unlimited Softball League.🥎 How AUSL delivered 20 sellouts, $1M+ in merch sales, and 150K average viewers in its inaugural season.🤝 The significance of Major League Baseball’s historic eight-figure investment in AUSL.🚀 What’s ahead in Year 2 for AUSL.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #166 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Jordan Robinson – acclaimed women’s basketball journalist, analyst, reporter, and host of The Women’s Hoop Show and She’s Got Next on Audacy.Jordan has built a dream career rooted in passion for women’s basketball storytelling.Today, she’s at the forefront of women’s basketball media, championing greater visibility for athletes, pushing for deeper coverage, and proving why investing in women’s sports is both powerful and good business.In this episode, Jordan shares:⚡️How she built her career covering women’s basketball across multiple platforms.🏀 Why now is a transformative moment for women’s basketball & women’s sports at large.📰 The urgent need for daily women’s basketball media & diverse storytelling.💰 Why more money is critical for the growth of women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #165 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Jillian Hiscock, the founder of A Bar of Their Own in Minneapolis, which is one of the first dedicated women’s sports bars in the world. Since opening in 2024, “A Bar of Their Own” has become a hub for the women’s sports community in Minnesota and a fixture of the growing global movement of women’s sports bars. In this episode, Jillian shares:💡The “aha moment” that inspired her to open the bar.💪How she built a thriving women’s sports business from scratch.❤️Why collaboration is at the heart of the women’s sports bar movement.⚡️How Minnesota is becoming a national hub for women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #164 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Meg Rushton, the first-ever Chief Communications Officer at the Women’s Sports Foundation.In its 51st year, the Women’s Sports Foundation is entering a new era, and Meg’s appointment signals a bold step forward. With decades of communications experience outside of the women’s sports industry, Meg brings a fresh perspective to the Foundation’s work to advance equity and opportunities for girls & women in sports.In this episode, Meg shares:🏆 Her journey into women’s sports & why now was the right time to join the industry.⚡️ What her role as CCO entails and why storytelling is central to sustaining momentum in women’s sports.💡 The key priorities on the horizon for the Women’s Sports Foundation.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #163 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Stephanie Marciano, Ally’s Head of Brand & Sports Marketing.Since joining Ally in 2021, Steph has been at the forefront of building one of the most impactful sports marketing portfolios in the industry. From leading Ally’s 50/50 pledge, WNBA partnership, and investments across golf, soccer, basketball, and more, Ally has been a leader in the women’s sports movement and has helped catalyze incredible growth and investment across the industry. In this episode, Steph shares:⚡️ Why Ally chose women’s sports as an anchor of its sports marketing strategy – and how the 50/50 pledge is reshaping the industry.🏆 How Ally evaluates ROI and the business case for investing in women’s sports.🔥 The story behind Ally’s new multi-year partnership with the WNBA.💡 Advice to other brand leaders about why now is the time to invest in women’s sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #162 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Megan Oglesby, an investor and board member of WPSL Pro, which is a forthcoming sanctioned Division II women’s professional soccer league. The launch of WPSL Pro will mark the first time that the U.S. has a second-division women's pro league.To date, fifteen teams have been confirmed by the league, helping to close the gap between women’s soccer opportunities at the collegiate and pro levels. In this episode, Megan shares the league’s plans and why now is the right time to build a sustainable, community-driven women’s soccer league that unlocks new markets for growth within women’s sports. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #161 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Talia Raviv, the Global CEO of Publicis Media, and the leader of the team behind the newly launched, Women’s Sports Connect.The Women’s Sports Connect is a groundbreaking new solution from Publicis Media & Publicis Sports helping brands invest in women’s sports at scale. 🚀From media & content to sponsorships, NIL, and events, the Women’s Sports Connect program is helping to connect advertisers with opportunities to reach the women’s sports audience. In this episode, hear Caroline & Talia discuss how Publicis is solving the fragmentation problem when it comes to women’s sports media, unlocking real business outcomes for brands, and making sure women’s sports don’t get left on the sidelines.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #160 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Amanda Vandervort, the President of the Gainbridge Super League (formerly known as the USL Super League), and Mike Nichols, the Chief of Sponsorship Strategy & Activation at Group 1001, parent company of Gainbridge.In April 2025, the USL Super League and Gainbridge announced a historic multi-year partnership that included naming rights.The deal made Gainbridge the first-ever entitlement partner of a professional soccer league in the United States. In this episode, hear:What’s on the horizon for the Gainbridge Super League.Why Gainbridge is dedicating over 40% of its sports sponsorship dollars to women’s sports.Why it’s great business to invest in women’s soccer. 🗓️ Save-the-date! The Gainbridge Super League kicks-off on Saturday August 23, 2025 and will run through May 2026. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #159 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Fielding Kidd Jamieson, Co-Founder & Managing Partner at Tipt Ventures, which is an investment platform grounded in the thesis that women will be a driving force in the transformation of sports.Fielding has spent her career helping brands unlock value in sports, and now, in partnership with Co-Founder Ami Galani, she is focused on unlocking the incredible opportunity that exists at the intersection of women x sports. Fielding & Ami created Tipt Ventures to identify and invest in businesses within the sports economy that serve women as athletes, fans, and consumers.In this episode, Fielding shares: ⚡️ Why the team at Tipt Ventures believes women will be a driving force in the transformation of sports. 📈 Why early‑stage investment in women‑focused sports startups is the key to sustainable industry transformation.🤝 Why centering women at every touchpoint isn’t just ethical, it unlocks new market growth in sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #158 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Paula Hughes & Sarah Bergstrom, two of the key leaders at TOGETHXR.TOGETHXR is a women’s sports media platform that was co-founded by Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird back in 2021. Since its founding, TOGETHXR has redefined how women athletes are covered, celebrated, and amplified in culture.In this episode, hear Sarah & Paula share:📺 How TOGETHXR is taking women’s sports content beyond just stats & scorelines.📈 The story behind their iconic “Everyone Watches Women’s Sports” shirt & campaign.⚡️Why women’s sports is one of the most exciting & positive investment opportunities in the world. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #157 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline interviews Patrick O’Keefe, the Chief Integrated Marketing Officer at e.l.f. Beauty. e.l.f. has emerged as one of the boldest brands investing in women’s sports. From hockey to racing to wrestling, Patrick and his team at e.l.f. are doing it differently, and showing up in underserved spaces to rewrite the playbook for how brands connect with women athletes & fans.In this episode, Patrick shares:🌍 Why e.l.f.’s approach is rooted in purpose, equity, and cultural disruption.🏁 Why they’ve diversified their women’s sports portfolio to include soccer, wrestling, racing, hockey and more. 💬 Why it’s essential that brands get in the game & invest in women’s sports. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #156 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Laura Andriani, the Senior VP of Consulting at Two Circles, to dive into her team’s new report: The U.S. edition of the 2024 Sports Attendance Review.The report contains some pretty significant findings about the role that women’s sports are playing in the overall growth of live sports attendance.In this episode, Laura shares:How women’s sports are responsible for half ‼️ of the year-over-year growth in total live sports attendance.Insights into women’s sports fan behavior, including how 70% of WNBA ticket buyers are women.…AND why women’s sports have so much room for growth.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #155 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Dr. Rebecca Heiss and Leigh Irwin, the co-founders of GameChanger, which is a movement dedicated to keeping women involved in sports throughout their lives.Rebecca & Leigh created GameChanger to help women connect, continue to play basketball, and make a lasting impact on their communities. Through their flagship initiative, Holding Court, they provide spaces for women to play basketball in a supportive & inclusive environment, welcoming women of all ages & skill levels to connect and play.In this episode, hear Rebecca & Leigh share the inspiring founding story behind GameChanger, and why they are on a mission to keep adult women in the game.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #154 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Anna Smith, the co-founder of VICTRA which is the #1 app dedicated to women’s soccer fandom.VICTRA is a one-stop digital platform designed to give women’s soccer fans everything they’ve been missing: news, community, commerce, and connection, all in one convenient location. In this episode, Anna shares:📱 Why digital access is critical to growing women’s sports fandom.⚽ How VICTRA is organizing the women’s soccer ecosystem.🛍️ How they’re helping brands like IDA Sports and TOGETHXR connect with women’s soccer fans. …AND why now is the perfect time to invest in women’s sports tech.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #153 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Terri Carmichael Jackson, the Executive Director of the Women’s National Basketball Players Association (WNBPA).For the last ten years, Terri has led the work of the WNBPA, which is the union for current women’s professional basketball players in the WNBA. The mission of the WNBPA is to leverage the collective wisdom and vision of WNBA players and fully commit to affirming, defending, and advancing player interests on and off the court.Terri has dedicated her career to advocating for women athletes, fighting for fair wages, better working conditions, and sustainable growth within the business of women’s sports.In this episode, Terri shares:💪The importance of collective bargaining and the WNBPA’s fight for fair compensation and protections. 💰The need for more investment into every aspect of women’s sports.⚡️Why the mantra of current CBA negotiations is, “It’s business.”More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #152 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Jodi Bondi Norgaard, the founder of “Dream Big Toy Company” & the creator of the “Go! Go! Sports Girls” line of dolls, books, and apps.Jodi has spent nearly two decades challenging the status quo in the toy and media industries, creating empowering products and stories for girls that encourage healthy and active play over beauty and body image. In this episode, Jodi shares:The story behind founding a toy company that fought against harmful gender stereotypes.Why she wrote her new book, “More Than a Doll” to spark change beyond the toy aisle. …and what it takes to build a purpose-driven brand that empowers young girls through sports.More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
In episode #151 of 🎙️The Business Case For Women’s Sports, presented by Ally, Caroline sits down with Victoire Cogevina Reynal, the co-CEO of Mercury13, which is a pioneering investment group on a mission to unleash the commercial potential of women’s football across the globe.Mercury13 is actively building a portfolio of women’s football clubs and working to prove that women’s football isn’t just good sport; it’s good business.In this episode, Victoire shares:🌍 How Mercury13 is building Europe’s next generation of super clubs.💸 Why financial independence is critical to sustainable growth.⚽ What they’ve learned from their first acquisition of F.C. Como Women.…and why she believes women’s sports might just be the most powerful gender equality movement in history. More from GOALSFollow GOALS on Twitter: @goals_sports_Follow GOALS on Instagram: @goals_sports_Follow GOALS on LinkedIn: https://www.linkedin.com/company/goals-sportsShop: goals-sports.com/shop
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